Streamlining a mobile first e-commerce process for the Dutch National Lottery

Making dreams come true with a refreshed lottery ticket purchasing journey

Overview

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Challenge

As one of the seven Dutch National Lottery brands, Eurojackpot is fast growing with a large number of online players. With a high weekly jackpot and a low buy-in ration, the brand shows enormous potential for further growth. The Dutch National Lottery wished to expand its older customer base to appeal to younger generations and offer a fresh experience.

To help the brand mobilise on its ambitions, WORTH was tasked to develop and design the new Eurojackpot website, including:

A digital revision of the brand identity
Total refinement of the customer journey
Implementing a new technology stack which would streamline the system architecture while also serving as a solid technical foundation for the other lottery brands.

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“Working with WORTH was a pleasure. Their pragmatic approach to difficult problems and easy-going cooperation, made it possible to create a Eurojackpot site that translates the brand values perfectly, and makes purchasing tickets as well as checking winnings, effortless.”

Richard van der Vliet, Product owner, Nederlandse Loterij

The approach

User-focused design

WORTH made the new mobile-first web experience possible by embedding an agile approach with user experience designers and software engineers working closely to align design, and directly implement feedback from testing with the digital build process.

Teamwork at its best

WORTH worked together with various parts of the business and their stakeholders to focus on customer needs, resulting in a mobile-first web experience that ensures a smooth journey and high conversion rates on mobile devices.

Using the right technology

The new site for Eurojackpot had to meet NLO engineer stack standards. To meet these expectations, the technologies utilised included:

* VueJS as frontend framework

* Razor as server side template rendering

* .NET + C# as backend framework

Results

Enhancing performance and weekly turnover

Since going live, conversion rates have increased remarkably; not only the number of weekly transactions increased significantly, also the transaction value shows a huge improvement.

Maintaining customer attention

Bounce ratio on the most important landing page was reduced by half because of a more smooth, streamlined experience.

Designing with users at the core

Customer buying behaviour has changed due to new interaction patterns and by designing and developing mobile first, page load times have been cut in half.